During the last five years, 55 per cent of Ottawa's population has attended Bluesfest.
This year alone, more than one-fifth of Ottawa households will make the trek to LeBreton Flats, according to projections published by Harris/Decima based on surveys of visitors.
Bluesfest brings in 250,000 vistors on average and last year attracted more than 350,000. It brings in $60 million in visitor spending every year.
This year's edition will bring a big physical change to the venue, as the main stage will now be parallel to the width of the festival site at LeBreton Flats.
Organizers say this will make it easier for patrons to view the stage, which previously was placed in a narrow corridor at the extreme east edge of the field.
"You can’t rest on your laurels," said Mark Monahan, who has taken the festival from a small blues event to a multi-day extravaganza attracting acts this year ranging from Blue Rodeo to Soundgarden.
"You have to keep it fresh and evolve things, and you have to understand who your audience is and buying tickets."
The festival will run July 5 to 17.
For a look at how Bluesfest and other Ottawa festivals are attracting new sponsors – and keeping existing ones on board – pick up a copy of Monday's print edition of OBJ.